A communications framework to increase knowledge of the most relevant risks associated with unhealthy behaviors.
We deploy Decision Blocks when research reveals that our audience performs the unhealthy behavior because they have gaps in knowledge about health consequences. We design campaigns to increase knowledge in specific areas that will motivate our audience to change.
Our Decision Blocks strategy identifies which types of information are most motivating to our audience, as well as gaps in behavioral knowledge, to establish a framework for tailored messaging. We explore five possible types of knowledge messages to drive behavior change: foundational, risk / benefit, personalization, how / action, and urgency.
Sometimes, gaps in fundamental knowledge, or a lack of risk relevance, prevent individuals from changing based on risk knowledge alone. We identify these gaps and develop tailored messages to address them. This allows our campaigns to focus on the message that is most applicable and effective to our audience, and avoid wasting campaign dollars to spread messages that aren’t impactful or are already well known.
Sometimes, gaps in fundamental knowledge, or a lack of risk relevance, prevent individuals from changing based on risk knowledge alone. We identify these gaps and develop tailored messages to address them. This allows our campaigns to focus on the message that is most applicable and effective to our audience, and avoid wasting campaign dollars to spread messages that aren’t impactful or are already well known.
Through research, we identify specific lifestyle, value-based, or creative factors that make health messaging more memorable and accessible to our audience. In pairing a tailored delivery with the specific piece of knowledge that is motivating to our audience, we ensure that campaign messages are designed to appeal to and motivate the intended at-risk audience.
To learn more about how we can use Decision Blocks to change behaviors in your community, please contact:
